Print Communications Move
from In-house Production to Outsourced Services
Deliver Unified, Omnichannel Customer Experience
David Daffner, Vice President — Managed Services
First-time outsourcing is gaining momentum. According to data from InfoTrends, a division of Keypoint Intelligence, companies are swapping in-house production for print communications service providers. Today, more than half of all transactional print volume in North America is outsourced, and that figure is expected to reach 70% by 2021.
What are businesses looking for? They want a vendor with the ability to quickly leverage customer communications to satisfy evolving business strategies, regulatory requirements and marketing goals. It’s critical to execute a seamless, omnichannel approach that provides a single, unified customer experience across all channels, from digital to commercial print and from web to email.
Communications service providers must offer access to affordable, advanced systems and platforms that enterprise clients cannot achieve independently. They might also require assistance to help break down operational silos between and among channel and segment messaging in order to gain a single view of the customer. Only when that is possible can organizations develop and deploy a cohesive communications strategy.
The top five factors driving companies to outsource marketing campaign activities are:
- Cost advantages
- Better campaign management capabilities
- Access to expertise/specialized skillsets/tools
- Ability to bundle with other services/data
The top five criteria for selecting an external service provider for marketing activities are:
- Best quality/reliability
- Highly creative/innovative
- Best prices
- Strong technical capabilities
- Excellent client service/responsiveness
InfoTrends is a leading provider of market research and strategic consulting
for the digital imaging and document solutions industry.